Strategic Advertising Management
- ISBN-10
- 0198703651
- ISBN-13
- 9780198703655
- Category
- Advertising
- Pages
- 429
- Language
- English
- Published
- 2016-05-05
- Publisher
- Oxford University Press
- Authors
- Larry Percy, Richard H. Elliott
Description
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles ofcommunication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry. Online Resource Centre For Students: * Flashcard glossary* Additional questions* Further reading updates* Web links * Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentariesFor Lecturers: * Suggested IPA case histories* Suggested classroom exercises* PowerPoint slides
Get the book
Other editions
Similar books
-
Strategic Advertising Management
By Richard Rosenbaum-ElliottJ. Hofmeyr and B. Rice, Commitment-Led Marketing (Chicester: Wiley, 2000) An interesting way of looking at positioning to appeal to potentially available consumers. J. Rossiter, 'Branding Explained: Defining and Measuring Brand ...
-
Strategic Advertising Management, 3E
By Larry Percy, Richard H. ElliottStrategic Advertising Management, 3E
-
Advertising Management in a Digital Environment: Text and Cases
By Larry D. Kelley, Kim Bartel SheehanDivided into three core sections, the book provides a truly holistic approach to Advertising Management.
-
Strategic Marketing Management
By Alexander ChernevFor managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution.
-
Advertising Management
By Donald W Jugenheimer, Larry D Kelley, Fogarty Klein MonroeThis comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.
-
Strategic Marketing Management
By Richard M.S. Wilson, Colin GilliganThis third edition of Strategic Marketing Management confirms it as the classic textbook on the subject.
-
Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands
By Jorge David Fernández GómezBorden, N. (1965), 'The concept of the marketing mix', in G. Schwartz (ed.), Science in Marketing, New York: John Wiley, pp. 386–97. Borden, N. (1984), 'The concept of the marketing mix', Journal of Advertising Research, Special Issue: ...
-
Strategic Marketing Management in Asia: Case Studies and Lessons across Industries
By Syed Saad Andaleeb, Khalid HasanWith a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how ...
-
Marketing Management: Strategic Marketing Management - Marketing Planning and Strategy
By Max MittelstaedtYou will find everything you need to know about the basics of Marketing and Brand Management in this book, including: ▶️ Marketing Plan ▶️ Marketing Strategies ▶️ Marketing Mix ▶️ Brand Process & Strategies ▶️ Strategic ...
-
The Blueprint for Strategic Advertising: How Critical Thinking Builds Successful Campaigns
By Margo BermanThis guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.